Eyes, Lips, Face and Sports

Happy Friday, sippers.

How was your week? 

Did you survive the glorious heat?

Mine was spent in the organized chaos of day camp, a quick trip to Toronto, work and cheering on my girls at their rugby games. I caught Lola's match this week—it's a joy watching all three of them play. (and play well, may I add). 

It got me thinking about how different the sports landscape is now compared to my time at Molson Coors, where sports sponsorship was THE brand-building playbook. Back then, it was a fairly predictable world of logos on hockey and football jerseys, as well as big broadcast buys. 

Today? We're in a whole new league.

It feels like forever since a new sport truly captured the mainstream imagination on the scale of the UFC. I remember the hype building long after the Fertitta brothers bought it for a mere $2 million in 2001, transforming it into the cultural force they sold for a staggering $4 billion in 2016. 

But what we're seeing now isn't about a new game; it's about a new audience and a new cultural gateway to fandom. And it's being led by women.

Of course, you can't talk about this without mentioning the supernova that is the Taylor Swift effect on the NFL. The league didn't just get a new celebrity fan; it unlocked an entirely new, passionate, and engaged demographic, proving that the cultural narrative around the game can be as powerful as the game itself. And brands ate it up, like Cetaphil did with their gametime, 

But this isn't a one-off. It's a pattern. 

Netflix's "Drive to Survive" transformed F1, with female fans (looking at you, Lupo) now making up 40% of the global fanbase, a massive jump from just 8% in 2017. The movie Challengers caused searches for tennis lessons in Canada to spike by 30% year-over-year. Culture is now the primary on-ramp to sports.

The momentum is undeniable, and the numbers back it up here in Canada.

• Growing Leagues: On YouTube, year-over-year viewership growth for the WNBA is up a staggering +156%, with the NWSL up +43%.

• New Frontiers: We've just witnessed the successful first season of the Professional Women's Hockey League (PWHL), with Canada's first Women's Soccer League launching in 2025 and our first WNBA team hitting the court in 2026.

• Broadening Interest: It's not just women's sports. YouTube viewership among Canadian women is exploding across the board for the NFL (+113%), Tennis (+85%), and F1 (+82%).

For brand builders, this is a seismic shift. 

The old playbook of "stronger by association" still applies, but the association has changed. It's no longer just about associating with a team's performance, but with the culture, storytelling, and emotion that is bringing this new audience to the stands.

A brand that is absolutely nailing this is e.l.f. Cosmetics. I was listening to their CMO, Kory Marchisotto, and her approach is a masterclass. For me, there are three big takeaways from how they operate:

• They are radically community-centric. Kory's philosophy is that e.l.f. is a brand "of the people, by the people, for the people," viewing their community not as consumers, but as "citizens" with a vote. They listened so intently that Kory brought the company's CEO and other leaders onto a Live stream to hear directly from fans who were demanding the return of a beloved product.

• They act like an entertainment company. They don't just sell makeup; they tap into culture. This mindset is what led them to the Super Bowl. It wasn't a blind bet; they tested a regional ad with Jennifer Coolidge first. When it broke records, they knew they had a cultural moment. Their first national ad, featuring Judge Judy and the cast of Suits, wasn't just star-studded; it cleverly played on the idea of "judging" overpriced makeup, reinforcing their core value proposition of providing premium quality at a "jaw-dropping value" on the world's biggest stage.

• Their support for women is authentic, not opportunistic. Their excitement for women's sports isn't just a talking point. It's a tangible investment, from partnering with icons like Billie Jean King for her Women's National Hockey League to sponsoring Indy 500 driver Katherine Legge. They show up where their community's passions are, reinforcing that their support for women is a core brand value.

It's no wonder their stock price has grown over 1,500% in five years. That's the power of authentic connection.

The Sip

Brands that want to win in this new era need to move beyond just sponsoring a game and start engaging with the culture that surrounds it.

• What's your "Functional Benefit" vs. your "Emotional Benefit"? As I've written before, the magic happens when you connect to what people feel. Are you selling tickets and merchandise, or are you selling belonging, inspiration, and entertainment?

• Are you tapping into the cultural narrative? The lines between athletes and creators are blurring. These women are powerful storytellers with dedicated communities. How are you empowering them to tell your brand's story authentically?

• Is your brand story connecting? This audience is here for the human element. They want stories of grit, teamwork, and overcoming adversity. As leaders, we know the power of these narratives. Your brand needs to find its authentic role in that story.

This isn't just a moment; it's a movement. 

And for brands, it's a whole new ball game.

See you next week